Amazon Prime delivery expands to third-party merchant checkouts

Previously, brands utilizing Amazon’s fulfillment were restricted to the 'Buy with Prime' button, which required users to interrupt their shopping experience to sign into an Amazon account. The new update removes this friction by verifying Prime membership status in the background after the transaction is complete. Customers can continue using standard payment methods like Apple Pay or Shop Pay, keeping the entire purchasing journey within the merchant’s own ecosystem.

For independent retailers, the integration offers more than just speed. The inclusion of the Prime badge serves as a trust signal for first-time buyers, while Amazon’s backend logistics provide reliable package tracking and reduced shipping anxiety. Early data suggests the strategy is effective; brands participating in the rollout, such as Skinnies Instant Lifts, have reported nearly 10% increases in total sales. To incentivize adoption ahead of the holiday shopping season, Amazon is currently offering merchants fulfillment fee discounts ranging from 15% to 25%.